{"id":12188,"date":"2020-06-23T12:50:23","date_gmt":"2020-06-23T11:50:23","guid":{"rendered":"https:\/\/uxstudioteam.com\/?p=12188"},"modified":"2022-05-19T14:33:59","modified_gmt":"2022-05-19T13:33:59","slug":"zignaly-case-study","status":"publish","type":"post","link":"https:\/\/timemachine.uxstudioteam.com\/ux-blog\/zignaly-case-study\/","title":{"rendered":"Zignaly – How UX studio Redesigned a Crypto Trading Platform"},"content":{"rendered":"

Zignaly<\/span><\/a> is a <\/span>cryptocurrency trading platform<\/b> that helps investors make the right trades by either copying other traders (copy-trading) or receiving trade suggestions based on technical and fundamental analysis (signals).<\/span><\/p>\n

Considered to be one of the most promising players in the market for its highly innovative value proposition, Zignaly had just raised funds and was willing to invest heavily in delivering the best possible experience to their users.\u00a0<\/span><\/p>\n

\"\"<\/p>\n

<\/p>\n

The problem<\/b><\/h2>\n

Prior to contacting <\/span>UX studio<\/span><\/a>, Zignaly had detected certain frictions in its customers\u2019 first experiences with the product, which resulted in a <\/span>suboptimal activation rate<\/b>. <\/span><\/p>\n

That is, from the total number of users who signed up for the product, many never made their first investment through the platform.<\/span><\/p>\n

Additionally, the process of connecting and managing multiple exchange accounts (the platforms where cryptocurrencies are bought and stored, like Binance or Kucoin) was also causing problems for many users.<\/span><\/p>\n

The team: a strategic collaboration<\/b><\/h2>\n

One of the keys to the success of this project was that we <\/span>collaborated directly with Zignaly\u2019s CEO, the head of marketing, and lead developer.<\/b> This direct and continuous communication with the highest stakeholders from the client\u2019s side kept the conversation at a high and strategic level at all times.<\/span><\/p>\n

On our side, we had one UX designer and one UX researcher, the latter of which also taking on the role of project manager.<\/span><\/p>\n

\"UX-studion-and-Zignaly-team\"<\/p>\n

Remote kick-off<\/b><\/h2>\n

We kicked off the project by running multiple <\/span>UX workshops<\/span><\/a> in order to gain a deeper understanding of our client\u2019s problem and close the knowledge gap regarding its market, customers, and broader product strategy.<\/span><\/p>\n

\"creating-personas-in-Miro\"
We collaborated in real-time on Miro to create personas and job stories<\/figcaption><\/figure>\n

These workshops, all held remotely, included a <\/span>goal-setting<\/b> session to make sure we were on the same page in terms of high-level direction and objectives; a <\/span>persona workshop<\/span><\/a> to understand the target audience, and a <\/span>user journey workshop<\/span><\/a> to map out our hypothesis concerning the main pain points users were facing. <\/span><\/p>\n

Finally, we defined key <\/span>job stories<\/span><\/a> to clarify our hypothesis regarding the goals users might want to achieve with each of the features we were planning to work on.<\/span><\/p>\n

Discovery: validating our initial hypothesis and defining the problem<\/b><\/h2>\n

The first step in solving any problem is to define it, and thus to find the roots of that problem. In order to do so, we decided to <\/span>interview<\/span><\/a> people from Zignaly\u2019s user base who had signed up but never made their first investment. <\/span><\/p>\n

We asked them about the reasons why they had started to use the product in the first place, the expectations they had, their first impressions, and overall experience with the product. <\/span><\/p>\n

Additionally, we asked them to walk us through the platform and show us what they understood, what wasn\u2019t clear, what they liked, and what frustrated them.<\/span><\/p>\n

\"design-thinking-process\"
In design thinking, we always focus on understanding our users and defining the problem before thinking about solutions<\/figcaption><\/figure>\n

Furthermore, we also conducted <\/span>user tests<\/span><\/a> with the existing platform, testing people that corresponded to Zignaly\u2019s target audience but who had never used the product before to get a better sense of the problems that may arise when using Zignaly for the first time.<\/span><\/p>\n

Throughout this process, we made valuable discoveries, such as the following:<\/span><\/p>\n